Imperial Brands, the US importer and marketer of Sobieski Vodka, announced today that they have signed an agreement with Sammy Hagar’s newest premium spirit, Sammy’s Beach Bar Rum. Under the terms of the agreement, which took effect February 1, 2014, Imperial Brands will assume all sales responsibility in the US and Canada for the Rock & Roll Hall of Fame® artist and entrepreneur’s award-winning premium silver rum.
“Our agreement with Sammy combines two powerhouse organizations to give consumers exactly what they want today in premium rum,” said Chester Brandes, CEO of Imperial Brands. “Judging by his success with Cabo Wabo, Sammy knows how to create and market great brands, and with our recent success at bringing Sobieski Vodka to a million cases faster than any other marketing and sales organization, this partnership is a win for everyone.”
“I couldn’t be more excited about working with Imperial Brands,” said Sammy Hagar. “Together, we’ve got a team in place with a proven track record of success – and we’re all excited to take Sammy’s Beach Bar Rum to a national audience.”
After successfully conquering the tequila market with the Cabo Wabo brand, Sammy Hagar, a part-time Maui resident, maintained his “act local” philosophy, partnering with Mark Nigbur, one of Hawaii’s finest Master Distillers and Stephen Kauffman, to create a world-class premium silver rum made from Maui-grown sugar cane. Produced using pure first-growth and first-press sugar cane from Hawaii, and using a unique distillation process, Sammy’s Beach Bar Rum is one of the most flavorfully smooth rums in the world. As Sammy says in one of his songs, “one sip and you’ll surrender,” but how you enjoy it depends on the moment. Whether sipped over ice or in your favorite mixed drink, Sammy’s Beach Bar Rum was created to complement Hagar’s beach all day to party all night lifestyle. Sammy’s Beach Bar Rum (40% ABV) retails for $21.99 for a 750ml. Additional information may be found at www.sammysbeachbarrum.com.
Imperial Brands, Inc. is an importer and marketer of distinctive spirits. Headquartered in Palm Beach Gardens, Fla., it is a U.S. subsidiary of Belvédère S.A., one of Europe’s largest producers and distributors of white spirits and wines. Belvédère S.A. operates production and distribution units in Poland, France, United States, and other countries and additionally owns subsidiaries in Europe and South America. For more information, please visit www.ibrandsinc.com.